Avoiding Customs Chaos for Premium Brands Entering Australia

Avoiding Customs Chaos for Premium Brands Entering Australia

Australia has some of the world’s strictest biosecurity and import compliance protocols, making it both a high-potential and high-risk destination for global brands. For premium food, beverage, and beauty companies, this is not a market you can afford to approach casually.

In the first quarter of FY24 alone, the Australian Border Force reported that 30.9% of customs import declarations contained errors. These mistakes frequently lead to costly delays, fines, or, in some cases, the outright rejection of goods.

For products that require temperature control or have limited shelf lives, even small delays can result in spoilage, compromised quality, and significant brand damage. These issues often ripple downstream, increasing inventory holding costs, creating stock shortages, and eroding customer trust.

And compliance is only part of the equation. Without securing your intellectual property rights early, delays at the border can open the door to trademark infringement or brand dilution. If someone else registers your brand before you do, you may find yourself blocked from the market entirely, or worse, dragged into expensive and time-consuming litigation.

In this article, we’ll walk through the Australian compliance landscape and share practical strategies to help you protect your brand, avoid disruption, and accelerate your path to market.

The Australian Compliance Landscape

Bringing your products into Australia means navigating one of the most demanding regulatory systems in the world, especially for brands in the food, beverage, and beauty sectors.

Label integrity is non-negotiable

For food and beverage products, allergen declarations must follow strict rules. As of February 2024, allergens must be listed using plain English (for example, “milk” instead of “casein”) and presented in a standardised format. Generic references like “nuts” are no longer sufficient—each allergen must be clearly identified, such as “almond” or “cashew.” If your current packaging doesn’t meet these standards, it may need to be translated or redesigned.

In cosmetics, transparency is critical. Ingredients must be listed in descending order of concentration using internationally recognised names. Labels must also be legible, durable, and prominently placed in accordance with the Consumer Goods (Cosmetics) Information Standard 2020.

Ingredient restrictions are tightly enforced

Australia bans or heavily regulates many ingredients that are still permitted in other markets. For example, preservatives like azodicarbonamide and several synthetic dyes require pre-market clearance or are outright prohibited. In the beauty sector, ingredients such as parabens, formaldehyde-releasing agents, and certain artificial colours often come under scrutiny.

Animal testing restrictions are strict

Since July 2020, animal test data cannot be used to support the safety of cosmetic ingredients used exclusively in cosmetics. Brands that claim to be cruelty-free must back up those claims with credible and verifiable evidence.

Country of origin labels must be accurate

Products must clearly state where they were made, grown, or processed—not just where they were packaged. Misleading claims about origin can result in border holds, financial penalties, or reputational damage.

Biosecurity protocols are especially rigorous

If your products contain dairy, meat, eggs, or botanical ingredients, they will be subject to strict biosecurity assessments. Many of these items require pre-treatment, official certification, or prior import approval. Failing to meet these conditions can result in seizure or destruction at the border.

When Compliance Isn’t Enough: The IP Trap

Clearing customs is one thing; protecting your brand is another.

Take the case of UGG Since 1974, an Australian company that has been manufacturing sheepskin boots for decades. While well established at home, the company faced major hurdles when it attempted to expand internationally. In 1995, US-based Deckers Outdoor Corporation secured trademarks for the word “UGG” in over 130 countries (excluding Australia and New Zealand, where the term is considered generic).

When UGG Since 1974 tried to export under its own brand, Deckers sued for trademark infringement. The result was a lengthy legal battle that forced the company to rebrand as “Since 1974” for overseas markets. It was a costly and disruptive experience that delayed their expansion and diluted their global brand identity.

The takeaway? Register your trademarks early, and understand how IP laws apply in each of your target markets. Without that foundation, your expansion strategy could be undermined before your product even hits the shelves.

Conclusion

Australia presents a compelling opportunity for premium food, beverage, and beauty brands, but it also demands rigorous attention to detail. Between complex labelling requirements, strict biosecurity rules, and potential IP disputes, entering the market without a clear strategy can be risky and expensive.

The good news is that these challenges are entirely avoidable with the right preparation.

To help you get started, I’ve developed a free 7-step guide that outlines how to fast-track your expansion while avoiding the most common pitfalls. Inside, you’ll find:

  • A practical export readiness checklist
  • Insider tips on staying compliant
  • And much more to support a smooth and successful market entry

Download the e-book here and take the first step toward a smarter, safer, and more successful expansion.

Kick-start your international expansion today

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Justin Hadinoto

Justin is an international business consultant with a background in marketing and human resource management. With a background in workplace compensation and Occupational Health and Safety, he has also worked at Deloitte, integrating Generative AI into operations—demonstrating strong analytical and stakeholder engagement skills. Having lived in Singapore, Indonesia, and Australia, Justin has cultivated a strong ability to navigate cross-cultural interactions. He holds a Bachelor of Commerce with distinction and is fluent in Chinese, Bahasa Indonesia, and English, allowing him to craft tailored marketing content for diverse audiences.

Picture of Justin Hadinoto

Justin Hadinoto

Justin is an international business consultant with a background in marketing and human resource management. With a background in workplace compensation and Occupational Health and Safety, he has also worked at Deloitte, integrating Generative AI into operations—demonstrating strong analytical and stakeholder engagement skills. Having lived in Singapore, Indonesia, and Australia, Justin has cultivated a strong ability to navigate cross-cultural interactions. He holds a Bachelor of Commerce with distinction and is fluent in Chinese, Bahasa Indonesia, and English, allowing him to craft tailored marketing content for diverse audiences.6

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